The British Army is standing alongside a number of brands in its support of Pride in London this month by launching special edition camouflage cream in the colours of the rainbow, and highlighting the innovation with a poster campaign.
The initiative was devised by Karmarama in partnership with the Army Recruiting Group and will go live tomorrow (8 July). Rainbow – rather than khaki – camo cream will be distributed to those attending Pride in London’s parade, while the poster creative will run across outdoor and social media.
The campaign aims to subvert the notion of army soldiers keeping hidden in camouflage. It aligns with the Army’s acceptance of LGBTQ+ soldiers; while those who identify as such have only been able to serve openly since 2000, the force has been recognised as one of Stonewall’s Top 100 Employers for Diversity.
A total of 61 serving soldiers will be marching at Pride in London. The Army is also involved in a number of other Pride events, including Pride Brighton and Pride Manchester.
Sgt Guy Lowe-Barrow, secretary of the Army LGBT Forum and the Army BAME Network, said: “We’re proud to be recognised as a top LGBT employer and this campaign is built on a belief that diversity makes us stronger and more effective. We wanted to reflect the participation of so many of our personnel this weekend and demonstrate the diversity we encourage in the Armed Forces.”"
Adam Kean, executive creative director at Karmarama, added: "The modern Army is proud of its LGBTQ+ soldiers and we wanted to celebrate that. Camo cream is all about hiding and blending in, but this is a time for standing out and standing proud. So we’re handing out over a thousand rainbow camo creams at the parade, and creating an advertising campaign to support this."